Marketing Photography – 7 Rules For Attracting New Clients

April 18, 2009 by  Filed under: Marketing 

Successful photographers know something the others don’t. Quit wasting time and money on marketing that doesn’t work. Here’s seven rules for growing your business.

It takes more than a stunning portfolio to make a healthy living as a photographer. It takes smart marketing.

The startling truth is that most photographers have no idea how to market themselves. Most struggle for years, slowly building up a client base. They work “by referral only,” not because they’re playing hard to get; it’s because they can’t seem to attract good clients otherwise.

Finally, there’s a better way to grow your business.

7 Rules for Attracting Photography Clients

Flash. Before clients can hire you, they have to know you exist. Get attention in the crowded marketplace by being different – in a good way. If buyers think you’re just like all the rest of the photographers in the world, why would they be willing to pay a premium for your services? Don’t be afraid of standing out. Stop imitating your competition.

Focus. The very best wedding and studio photographers have great people skills. The top pros know how to make their subjects feel comfortable, relaxed and very important. Use these same skills when you talk to potential clients. Focus on their needs, wants and hopes. Don’t focus on what you want; help your clients get what they want.

Exposure. Out of sight, out of mind. Don’t worry about overexposure; keep in touch with your clients. Send them useful information, help them network and be a resource for the things they need.

Smile. People like to do business with people who make them feel good. Your clients have many choices when it comes to choosing a photographer. Be sure you’re the one who makes them feel happy.

Develop. If you want your business and income to improve, improve your marketing skills. That cool new editing program or that must-have zoom lens won’t pay you back as quickly as getting some sales and marketing training. Develop your business skills.

Don’t Blink. Customers want to work with confident professionals. Practice your sales presentation skills and learn how to negotiate. Never apologize for your prices. Make sure you keep generating new sales leads so you never have to seem desperate.

Safety. You’d never show up to an important shoot without backup equipment, would you? Do you have a back up to your current marketing plan? Don’t rely exclusively on a handful of catering halls for all your business. Develop multiple marketing channels.

Learn how to promote yourself using free online tools like Facebook, LinkedIn and blogs. You don’t have to spend a fortune to show up on page one of Google if you learn how to use social media correctly.

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